The Influence of Creative Advertisements on Customer Purchase Intentions: Exploring the Mediating Role of Brand Awareness

Abstract

The ultimate objective of any business is to optimize sales and operational efficiency, which is significantly influenced by consumers' purchasing intentions (PI). In this context, PI is shaped by capturing consumer cognition through creative and innovative advertisements. However, the determinants of advertising creativity and its influence on PI remain ambiguous, particularly in the Pakistani market. This study aims to explore the mediating role of brand awareness in the relationship between advertising creativity and purchase intention within the Pakistani context. The research focuses on literate male and female customers frequenting major shopping malls across Khyber Pakhtunkhwa, Sindh, and Punjab provinces. Advanced multivariate analytical techniques, including Confirmatory Factor Analysis (CFA), Exploratory Factor Analysis (EFA), and Structural Equation Modeling (SEM), were applied to analyze the data using the latest statistical tools. The results indicate that advertisement flow experience and advertisement value partially mediate the relationship between advertisement creativity and brand awareness. The study concludes that innovative and creative advertising strategies can enhance consumer awareness of a company’s brand and products, ultimately improving purchase intentions and driving greater business efficiency.

Keywords: Ad-Creativity, Ad-Value, Ad-flow experience, Brand-Awareness, Purchase Intention.